After a six-year hiatus, the Victoria’s Secret Fashion Show made its return on October 15, 2024, signaling a fresh start for the lingerie giant. Once a cultural cornerstone, the brand has faced significant challenges in regaining the trust of its fan base since the #MeToo movement reshaped the conversation around beauty standards.
A Brief History
Founded in 1977 by American billionaire Roy Raymond, Victoria’s Secret held its first fashion show in August 1995 in New York. The event was a modest affair, but as the years passed, the show grew into a lavish spectacle known for its star-studded runway and high production value. It quickly became one of the world’s most famous fashion events, attracting models from all over the globe and drawing massive audiences eager to watch.
In 1999, the show was streamed online for the first time, drawing over two million viewers. This marked the beginning of its rise as a cultural phenomenon, with millions of fans tuning in to watch the annual event.
The Fall from Grace
Victoria’s Secret reached its peak in the early 2000s, but by the late 2010s, the show’s relevance began to wane. Sales and viewership dropped, and the brand faced mounting criticism, especially following the rise of the #MeToo movement. The hyper-focus on slim body types and the “fantasy” portrayed by the show were increasingly seen as outdated in an era that prioritized inclusivity.
Adding fuel to the fire were controversial statements from the brand’s former Chief Marketing Officer, Ed Razek. In a 2018 interview with Vogue, Razek claimed that Victoria’s Secret should not hire plus-sized or transgender models, arguing that the show was meant to be a “fantasy.” His remarks sparked outrage, and the controversy deepened when it was revealed that CEO Les Wexner had ties to convicted sex offender Jeffrey Epstein.
The final blow came in 2019 when a New York Times investigation uncovered a toxic work culture at Victoria’s Secret, with reports of misogyny and bullying from former and current employees. As a result, many believed the once-iconic brand was past its prime, and its fashion show was unlikely to return.
A New Era
Despite these setbacks, Victoria’s Secret made a bold attempt at redemption. In 2021, the brand split from L Brands and launched a campaign to overhaul its image. The company committed to promoting body positivity, diversity, and female empowerment. One of the most visible changes was the rebranding of its famous “Angels” as the “VS Collective,” a group of brand ambassadors chosen for their diverse backgrounds.
The changes were evident in the 2024 show, which featured plus-sized models such as Ashley Graham and Paloma Elsesser, along with transgender models like Valentina Sampaio and Alex Consani. The runway also saw older models, including 50-year-olds Tyra Banks and Kate Moss, challenging the brand’s previous emphasis on youth and traditional beauty standards.
Is It Enough?
While some fans applauded the changes, others felt the show lacked the glamour and spectacle of previous years. One social media user commented, “Victoria’s Secret really said go woke, go broke.” Meanwhile, others argued that the show didn’t go far enough in embracing diversity, as many of the models still embodied the traditional slim ideal.
Victoria’s Secret’s return is still in its early stages, and its efforts to evolve are likely to be met with mixed reactions. The brand’s attempt to shift its focus from a male-centric “fantasy” to one that celebrates the female gaze is a step forward, but it will take time for the full transformation to take hold.
It’s important to recognize that such a shift takes time. Rebuilding a brand’s image is a complex process, and Victoria’s Secret is only beginning to move in a new direction. Critics may point to other lingerie brands, like Calvin Klein, that have embraced diversity more quickly, but for Victoria’s Secret, this change will be a long-term journey. Fans will need to be patient as the brand continues to evolve.
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